No, it's not some new engineering field to develop social media sites. Social engineering has been around as long as the con artist has been around. The terms stems from the social science world where social engineering is deemed as an act of psychological manipulation.

Instead of playing the data breach blame game, you need to take control of the situation. Do a few simple things every day and make yourself a tougher get, have the tools to quickly determine if you are in harm's way and have a solution in place to deal with the fallout.